Dead Man's Fingers, a rum range bought by UK drinks firm Halewood Wines & Spirits earlier this year, has been overhauled with new packaging and its first two flavour extensions. Coffee Rum and Coconut Rum target drinkers keen to discover new taste combinations, Halewood said today.

Both expressions are made using Dead Man's Fingers Original, which was launched in 2015, as a base.

The updated packaging, meanwhile, is aimed at Millennial consumers and looks to deliver greater visibility behind the bar in a bid to attract on-premise trialling.

"We can see from market data and industry trends that there's a new generation of rum drinkers that want to be associated with brands that are dynamic, fresh, packed with attitude and moving with the times," said Halewood marketing director James Stocker. "As such, we've developed intriguing flavours that are inspiring and versatile to both consumers and the trade, and designed bold new packaging that we're confident will draw our target audience into this evolving rum category."

Total volume sales of alcoholic drinks continued to decline in the UK in 2016 and this meant that total unit volume sales of alcoholic drinks packaging also declined over the course of the year. The d...read more